Six ideas explain most of the product. Learn these and the rest of the app reads as a set of screens over them.
Workspace
The Workspace is the tenant. One company, agency or client gets one Workspace, with its own subdomain, and everything belongs to it: billing, members, Brands, content and settings. You can belong to several Workspaces and switch between them from the top bar. Nothing is shared across the boundary.
Brand
The Brand is the organizing unit for all content. A Workspace holds one or more of them, and each has its own visual identity, voice, written guidelines and connected accounts. Almost nothing is visible until at least one Brand exists.
The Brand Kit sits beside the Brand: managed fonts, Brand images, saved hashtag sets and locked templates. Brand voice scoring reads a draft against the guidelines and returns feedback you can act on. Language variants hold per locale versions of a Brand for teams selling in several markets. The Brand switcher in the top bar sets the active Brand for the whole app, so the calendar, the library and the reports all follow it.
Spaces, teams and projects
These are optional layers for organizations that need to model their real structure. A Space groups work by team function, such as Marketing or Design. Teams sit inside Spaces, can nest inside other teams, and are granted access to specific Brands, which sub teams inherit unless you override it. Projects group related work items.
Small teams can ignore all three. Larger ones use them to scope permissions without hand managing every membership.
Campaign
A Campaign is the container for one marketing initiative. It holds the brief, the goals, the budget, the date range, the people and Agents assigned to it in named roles, its Deliverables, and the phase it is in. Posts, tasks and assets attach to a Campaign, and performance rolls up to it. See Campaigns.
Post
A post is a unit of content aimed at one or more platforms. It moves through a defined lifecycle: draft, pending approval, approved, scheduled, publishing, published, with failed and archived as end states. A post can carry per platform variations, media, hashtags, a scheduled first comment and a link preview.
Agent
An Agent is a configurable AI specialist with a name, a role, a personality, a system prompt, an allowed set of tools, a memory configuration and a spending cap. Agents are assigned to Campaign roles the way people are, they run work step by step, and their runs are recorded. Grouped into a Department, several Agents work one brief together. See The AI workforce.
How they fit together
A Workspace holds Brands. A Brand holds connected accounts and content. A Campaign gathers the work for one initiative and names who does it, whether that is a person or an Agent. Posts and assets belong to a Brand and optionally to a Campaign, and everything a person may see is decided by the roles described in Roles and permissions.